Naslov
FROM SPONSORSHIP TO CREATIVE PARTNERSHIP: LITERATURE REVIEW ON BUSINESS SECTOR INVESTMENT TRENDS

Autori
Šain, Marija ; Bestvina Bukvić, Ivana ; Haršanji, Maja

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
MOVEMENTS EUROPEAN REALITIES: NEW DEVELOPING TRENDS / Đukić, Marina - Osijek : Akademija za umjetnost i kulturu Sveučilišta Josipa Jurja Strossmayera u Osijeku, 2021, 31-49

ISBN
978-953-8181-09-2

Skup
4. međunarodni znanstveni skup: Europski realiteti – kretanja = 4th International Scientific Conference: European Realities – Movements

Mjesto i datum
Osijek, Hrvatska, 12.12.2019. - 13.12.2019

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
business sector ; creative partnership ; financing ; innovation ; sponsorship

Sažetak
Globalization and socio-economic development consequently affect rapid changes in the business environment. Therefore, the existing business models inevitably have to adapt to the new reality. This would, among other things, imply incorporating creativity and innovation into business processes that are seen as drivers of economic development and competitive advantage. At the same time, many artistic and cultural organizations are facing a reduction in financial support that is affecting their prospects of survival and development. Therefore, they are faced with a need to introduce market-oriented management and apply financial management principles. Accordingly, both the business and cultural sector face business challenges and seek effective way to respond to global changes. The business sector investments in culture and the are most often manifested in a form of donations and sponsorships, which is considered an obsolete principle. A new trend that has emerged is the establishment of creative partnerships, which manifests either as the development of innovative approaches in business organizations or as the development of joint cultural and artistic projects, which are financially and otherwise supported by business partners. The paper analyzes and compares the concepts of sponsorship and creative partnership, and discusses the benefits and changes that arise from these collaborations, both at the organizational and individual level, and it provides an overview of recent literature review, thus revealing the emerging concept of creative partnerships. The results indicate the importance of creative partnerships for the development of both cooperating sectors (business sector and arts and culture sector). Likewise, it emphasizes inevitability of the creative partnerships in the new global economy where creative partnership are becoming an essential element of economic and social development.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA